Back in 2018, we impressed the guys, gals (and non-binary pals) over at O2 by producing some kick-ass content for them. So much so, that we became an official supplier and part of their content creation team. 3 years later, here we are and still going strong.
We’ve produced many assets from them over the years, because, hooooo boy, do O2 do a lot of different things. With outputs like O2 Instant Winners, O2 Priority and O2 Sport, you’ve gotta back it up with a buttload of content to keep people engaged across your various channels, including Facebook, Instagram and Snapchat.
The Approach
When producing social content, it’s important to consider a bunch of stuff: who’s going to see it, where they’re going to be watching it and how are we gonna get them to keep their eyes firmly placed upon it. A lot of the content we made has been for Instagram stories, which is often all too easy to just click through. To promote rewatching and holding, we purposefully made the text a little too quick to fully read, the images would be visible for only a certain amount of time, and all animation was exaggerated.
This meant that viewers would be initially captured by exciting movement, but would also then be drawn in by a bit of a “WTF” moment as they struggle to keep up. You’d be forgiven for thinking this would turn people off, but it’s a tried and tested method to hook people in!
We use a variety of techniques to bring stills to life, (which is often all we get from promoters!) rather than just pumping out still content, it’s way more effective to get some motion in there! Sure, you can get some wicked apps now that let you pop motion graphic text over stills, but that’s why brands work on enhancing these still assets to create something unique and engaging—it’s stuff people haven’t seen before. Also, as a brand, you can utilise a bunch of content over and over with different takes on the same asset—reusing and recycling content to get the most out of what you already have!
